mid-atlantic builder

GETTINGWith the Maryland Green Building Council

Vol. 51 Issue 5September/October 2009www.homebuilders.org

Maryland Green Building Council 10 Get Online With Social Networking 18

Mid-AtlAntic

PLUSNEW Pull-Out Section Mid-Atlantic Remodeler Pages 13-16

MID-ATLANTIC BUILDER SEPTEMBER/OCTOBER 2009 www.homebuilders.org2

www.homebuilders.org SEPTEMBER/OCTOBER 2009 MID-ATLANTIC BUILDER 1


Mid-Atlantic Builder text and cover pages are printed on SFI certifi ed Anthem Matte using soy ink.

• SFI standards conserve biodiversity and protect soil and water quality, as well as wildlife habitats.

• SFI participants also plant more than 650 million trees each year to these thriving forests.

Departments 4 Publisher’s Message 6 President’s Message 8 Events24 New Members27 Notable Products28 Industry News

Also22 Green Building

Getting to Green – The First Step

September/October 2009 Vol. 51 Issue 5

PUBLISHERJohn Kortecamp

EDITORKristin Josephson Hogle, [email protected]

DESIGNNetwork Design GroupJen Smith, Art DirectorHeather Winkel, Graphic Designer

ADVERTISINGNetwork Media Partners, Inc.Keith Price, Account Executive410-584-1964 [email protected]

Megan Crawford, Advertising [email protected]

HBAM LEGAL COUNSELLinowes and Blocher

MID-ATLANTIC BUILDERis a bi-monthly publication of HBAM Member Services, Inc., a subsidiary of the Home Builders Association of Maryland, Inc., 7127 Ambassador Road, Suite 150, Baltimore, MD 21244410-265-7400, www.homebuilders.org.

Postmaster: Send address changes to Home Builders Association of Maryland, Inc., 7127 Ambassador Road, Suite 150Baltimore, MD 21244.

CUSTOM PUBLISHING SERVICES PROVIDED BYNetwork Media Partners, Inc. and Network Design Group, Executive Plaza 1, Suite 900, 11350 McCormick Road, Hunt Valley, MD 21031, 410-584-1900

ECO BOX

10 Maryland Green Building CouncilThe Home Builders Association of Maryland has established the Maryland Green Building Council, a group within the association charged with implementing a green building certifi cation program using the recently completed National Green Building Standards developed by the American National Standards Institute.By Michael Harrison

18 Get on-line with Social NetworkingDo you ever wish your organization was a little quicker to embrace the power of the Internet as a customer service and marketing tool? Ever feel like your company was behind the curve? The next generation of tools are creating new opportuni-ties, just as having a traditional Internet presence did for busi-nesses a decade ago.By Dennis O’Neil

DepartmentsPresident’s MessageEvents and EducationNew Members

Pages 13-16NEW Pull-Out Section

HBAM Remodelers Council Award Winner

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Owings Brothers, Library ProjectLibrary Addition, 250K - 300K


After over a decade of outsourcing the advertising sales for our publications, HBAM has decided to bring those sales in-house.

Network Media Partners has been a long standing and successful partner in our sales efforts, but the state of our current economy has forced us to rethink the way we do business while offering you, our members, the greatest value for your investment in our publications, programs and events.

Toward that end, we have appointed Chris Baughan who, beginning September 18th,will be your sales contact for Mid-Atlantic Builder, Builder Mart Magazine, the Directory and Buyers’ Guide and our on-line products. Chris comes to us with over 10 years experience in real estate and builder advertising sales from The Baltimore Sun Media Group and has been an active member of HBAM.

By bringing publication and on-line sales in-house, Chris is now in a position to represent the full line of our advertising, exhibiting and other branding opportuni-ties, thereby giving you greater options and enhanced value.

You can expect the same level of service and you have come to expect and can be confident that the high caliber our pub-lications will remain the same as we will continue to use Network Media Partners to do layout and design work for our print and web based communications.

We anticipate that this process will allow you to get more exposure than ever and position you and your company for the future. You can contact Chris di-rectly at 410-265-7400, ext. 121 or [email protected] to get started on your 2010 advertising plan now.

publisher’smessage

2009 HBAM LeAdersHip

ExEcutivE committEE President mike owingsPresident-Elect Eliot PowellFirst Vice President Bob GoodierAssociate Vice President Dan murtaughSecretaryJack orrickTreasurertheresa LeatherburyImmediate Past PresidentLou Baker

chaPtEr PrEsiDEnts Anne Arundel County Eric DevitoBaltimore County Evan morvilleBaltimore City sean DavisCarroll County Paul KotsherHoward County russ DickensUpper Chesapeake Bill Luther

counciL PrEsiDEnts Land Development CouncilLaurie BovaHBAM RemodelersDonald LynchSales and Marketing Council aaron FabryCertified Master Builder/Remodeler Bill ZahlerBuilder Mart mark Kappus

hBam BoarD oF DirEctors

aLtErnatE DirEctorsScott ArmigerGeorge DeckerMatt HelminiakJay HergenroederMartin K. P. HillPaul KotsherPaul MuellerYana PeiferKevin SappMary Beth Taylor

David AltfeldSteve BartenfelderSteve BreedenShawnn BittoriePat CostelloChickie GraysonJoe GregoryJoe HikelJim HunterSteve JamesChip Lundy

Sandy MarenbergCynthia McAuliffeJohn MeadeDavid MillerTim NaughtonJake RuppertRich PezzulloSusan Songy-Owens

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John KortecampHBAM Executive Vice President

Some Changes for our Advertisers – More Options, Better Value, New Rep.

Chris BaughnAdvertising sales Manager


Recently, I had the opportunity to visit the lovely state of Pennsylvania for a family camping trip. Ev-ery day it rained cats and dogs and follow-ing one of these heavy rains I scurried from my tent to a picnic table that was tucked under a tarp. As I sat at the table, I looked around the landscape and everything was quiet, still and in hibernation. As the morn-ing progressed and the clouds parted, it felt like I was sitting in the middle of a zoo. Birds, squirrels and everything you can imagine came to life.

At the moment, this is the perfect analogy for our industry. We are waiting for the rain to stop. As I sit at my business table wait-ing for the sun to come out, it is obvious to me that we all have to do more with less. We have to learn to be more resourceful, diversify and ultimately change the way we do business. So, as I look forward, I am rethinking and retooling our business and our mind set. The Home Builders Associa-tion of Maryland has had to take the same approach and I want to point out a couple of the strategies that we have been working on for the past year.

As you know, there are many opportuni-ties for our membership in the green arena. Through the hard work of the members and staff we have developed the Maryland Green Building Council and will roll-out the first large green building show, The Maryland Green Home and Living Show, this fall.

Numbers generally don’t lie, so we thought it would be beneficial to continue with a spring and fall forecast conference, offering our members the most current housing data that will allow them to plan for the future.

As we look beyond the moment, and well into the future, HBAM has spearheaded the 100 Year Horizon Conference. The idea be-hind this conference is to look hypothetically

at our infrastructure, zoning and planning needs 100 years from today. I would con-sider this the visionary part of our strategy.

We have also taken a closer look at the HBAM events calendar and have tried to be more creative with venues and through consolidation have sought quality over quantity. Our vendors and associates have greatly helped in creating new ideas and we appreciate their participation.

Recently I had the opportunity to attend the spring board meeting in the District of Columbia for the National Association of Home Builders. What I discovered at this meeting is that we at the Home Builders Association of Maryland are ahead of the curve. I found that, as in businesses, asso-ciations have to be proactive in their think-ing instead of reactionary to be survivors. I certainly was proud to represent HBAM, as we have gone to great lengths to provide strong value and help to our members dur-ing these difficult times.

The long and short of it is that it can be healthy to meet challenges and come up with alternative solutions and fresh ideas. This also goes for our businesses, so they will be stronger and more vital in the years to come. I can promise you that Home Builders Association of Maryland has maintained this commitment, so that in the future, we can be part of the solution and remain a valuable resource for our members. Rethink it, Retool it, and Make it Better!

DIRECTORY OF ADVERTISERS

Appliance Dist. Unlimited 21BGE 9BGE Outdoor Lighting 17California Closets 16Ferguson Enterprises, Inc.

Back CoverHTG Insurance Group 22Huber Engineered Woods 7John H Myers & Son, Inc 1Marvin Windows (WDPC) 5Mid Atlantic Propane and Gas 28M&T Bank 20Norandex 8Potomac Valley Brick & Supply

Inside Back CoverProSource Wholesale Flooring 21Quality Stone Veneer, Inc. 26Rain Flow 16Rexel Branch 27Southern Pacific Supply

Inside Front CoverTyco Fire & Building Products 12Verizon Wireless 3

Rethink It and Make It Better

president’smessage

Visit www.homebuilders.org for an

on-line listing of Mid-Atlantic Builder

advertisers with hotlinks. There, you

can also view MAB archives and find

information on upcoming events and

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Michael Owings2009 HBAM President


LDC Awards of ExcellenceSeptember 17, 2009Maryland Historical SocietyJoin us for this prestigious awards pro-gram designed to recognize outstanding residential and mixed-use developments at the community or project level.

Maryland Green Home and Living ShowSeptember 26 & 27, 2009Maryland State FairgroundsThis comprehensive green show promises to bring motivated consumers together with cutting edge green technology, prod-ucts, design and experts.

Celebrity Chef Night and AuctionOctober 15, 2009Martin’s WestMark your calendars for the 2009 Celeb-rity Chef Night and Auction and prepare for the best TAILGATE party ever. Want to donate an auction item? Want to show off your culinary talents? Contact the events department at 410-265-7400 or visit www.homebuilders.org for more information.

Real Estate & Construction Forecast ConferenceNovember 3, 2009Martin’s WestExperts in the real estate industry will review recent trends and look to the fu-ture for opportunities. They will point out emerging hot spots and fi ll us in on when to expect a recovery.

ICON AwardsNovember 12, 2009The Fretz CorporationDon’t miss this association wide celebration where the builder, remodeler and associate member of the year awards and the lifetime achievement award will be announced. Get your nomination in now by contacting the events department at 410-265-7400.

Remodeling Awards of ExcellenceNovember 19, 2009Westin BWIExperience the art of remodeling at the HBAM Remodelers Awards of Excellence program. This annual event recognizes outstanding achievements by members who provide customers with excellence in remodeling design and craftsmanship. �

www.homebuilders.orgEventsCALL 410-265-7400 for information on registration for our events or visit www.homebuilders.org.FOR INFORMATION on sponsoring any of our events, please call Carey Swift at 410-265-7400, ext. 118.


HBAM Launches The Maryland Green Building Council, charged with implementing a green building certification program for HBAM members

GETTING

The Maryland Green Building Council is the state’s first residential green building program to certify local build-ers, remodelers and developers using the ANSI certi-fied National Green Building Standard. As the premier

provider of information and resources related to green buildings, the MGBC serves as a central hub for consumers going “green”.

“One of our key objectives in establishing the council is to help consumers find certified green builders and remodelers and green products and services,” said John Kortecamp, Executive Vice President of HBAM. There are two categories of certification in the council; one for builders, remodelers and developers and one for providers of green products, materials and services. All members must complete continuing education courses on green building, but for a builder, remodeler or developer to become certified, their company must complete at least one green certi-fied project per year, meeting either the ANSI National Green Building Standard or an equivalent standard. “Green Building continues to gain momentum across the U.S. as home builders incorporate more sustainable features in new homes in response to consumer demand,” Kortecamp added.

A green home incorporates energy and water efficient prod-ucts and practices; is constructed with renewable, recycled and/or more durable materials; and is designed for improved indoor air quality. “Green building is a practical response to a variety of issues that affect all of us – including increasing energy prices, waning water resources, and changing weather patterns,” said Jake Ruppert, co-chair of the MGBC and president of Ruppert Homes, Inc.

Bill Zahler, co-chair of the MGBC and Senior Vice President of Artery Homes is encouraged by the initial interest in the program and anticipates broad support throughout the asso-ciation. “This standard will allow home buyers to easily locate builders and remodelers who are qualified to build homes that have been built to nationally recognized green building crite-ria. Since many of the processes and technologies that go into a green home happen behind the scenes and behind the walls, the MGBC is an important resource for buyers seeking more environmentally responsible homes,” he added.

MGBC Core PrincipalsCertify – The MGBC certifies that members meet core education requirements and commit to use the ANSI certified National Green Building Standard.Educate – The MGBC educates companies on the latest green building principals, technologies and marketing strategies.Advocate – The MGBC advocates for green building incentives and local adoption of the National Green Building Standard.Promote – The MGBC promotes “green” communities, homes, companies and products to consumers through marketing and special events such as the Maryland Green Home & Living Show.

EducationSince green building technology and certification is a new and evolving science, the MGBC provides a wide range of courses covering many aspects of green buildings, all focusing on the ANSI certified National Green Building Standard.

Education courses cover all things “green” from develop-ing, marketing and selling your green homes and products to ENERGy STAR for homes, water efficiency, sustainable site de-sign, “green” remodeling projects, rater/verifier training, HVAC systems and more. Courses are taught by qualified professionals and usually include field tours and demonstrations. Courses are open to non-Council members, elected officials and anyone interested in “green” building practices, however, due to space restrictions, priority access will be given to MGBC Members.

Membership BenefitsMembership in the Council comes with exclusive benefits not available to non-members. Some of the Council benefits include:

Priority access and discounts to monthly MGBC education programs

• Invitations to exclusive networking events• Special recognition in the annual HBAM Buyers Guide• Receiving the MGBC newsletter• Use of the Maryland Green Building Council logo • Maryland Green Home & Living Show discounts on

exhibitor booths and tickets as well as priority parking• Recognition as a leader in “green” building products

and services

Membership RequirementsAll new MGBC members will be Council Delegate Members until certified membership requirements are met.I. Council Delegate Member:

• Be an employee of a member of HBAM • Pay annual $100 MGBC dues • Complete one HBAM sponsored or MGBC Board approved

green education program. HBAM will host monthly green education programs typically lasting 3 hours that cover vari-ous aspects of green construction.

II. Certified Associate Member:• Meet the Council Delegate requirements • Complete the day-long “Green Building 101” seminar hosted

by HBAM. These seminars will be offered quarterly. III. Certified Builder/ Remodeler/ Developer Member:1. Meet the Certified Associate Member requirements2. Complete the day-long “Green Building 201: Understanding the National Green Building Standard” seminar. This seminar will be offered quarterly, usually the day following the “Green Building 101” seminar.3. Company must complete at least one ANSI or ANSI equivalent certified project annually*Builder/ Remodeler/ Developer Members will remain Council Delegate Members until the company completes one ANSI or ANSI equivalent certified project.**Companies with more than one MGBC member must desig-nate a primary point of contact. n

For more information on the MGBC and upcoming events related to the program, please visit www.marylandgreenbuildingcouncil.org or the HBAM website at www.homebuilders.org. You may also contact Michael Harrison, Director of Government Affairs, at 410-265-7400, ext. 109 or [email protected].

11www.homebuilders.org SEPTEMBER/OCTOBER 2009 MID-ATLANTIC BUILDER

HBAM Remodelers Council Award Winner

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Nicole BlissGuy CaiazzoTaylor ClassenCheryl CrowtherTim DomanowskiArif DurraniTim EllisSteve GilmanDanny KalmusDoug KellyYvonne LienhardAndy Lohmeyer

Debbie McBrideRyan McGinnJennifer NugentBill PattesonLaura SaddlerJoe SmithEric SwansonBob

WeickgenanntBob Wood

2009 HBAM ReModeleRs PresidentDonald F. Lynch, Jr.

15 President’s Message15 Events and Education16 New Members

contents

Owings Brothers Contractinglibrary ProjectThe homeowner wished to fill in a swimming pool at the rear of the house and construct a library to the right to include a full basement for a studio. The architectural style for the addition was different than that of the existing home in order for this homeowner to exhibit his own style and taste. The decision to vary the design gave the homeowner the custom look he desired. n

Members do business with members2009 SponsorsPResenting MeMBeRs

BoarD oF Directors

Past PresiDentsBill RauserJohn MartindaleMichael Owings

before&after

Susquehanna Bank

ChesapeakeHome Magazine T.W. Perry

Saratogo Insurance Brokers

KC Company/Pella Windows

Reico Kitchen & Bath

MID-ATLANTIC REMODELER A Supplement to Mid-Atlantic Builder SEPTEMBER/OCTOBER 2009 www.homebuilders.org

Welcome Our New MembersMelissa Clarkblue house architects

Jay McIntyreMiller & McIntyre Custom Builders, Inc.

Jim WeaverArtery Renovations

Jim GravesJames L. Graves Construction

Correction Jeffrey Fick’s information was printed incorrectly in the last issue of Mid-Altantic Remodeler. It should have been:Jeffrey FickFick Bros. Roofing & Exterior Remodeling Co.

Contact Vickie Martin at 410-265-7400, ext. 105 about 2010 sponsorship opportunities

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president’s message

it’s been quite a year for our industry, hasn’t it? I’m told that the words “in this economy” have become so ubiquitous that people are start-ing to preface everything they say with the letters “ITE” – “ITE I can’t recommend going forward ... ITE we’re going to have to downscale the design ... ITE everything we planned has to be rethought.”

What should we do – ITE?I’m reminded of some of the things our

guest speaker, Thad Wittenburg, said at the Remodelers Spring Dinner last April. Thad urged us to concentrate on exceeding the expected – ITE be damned! He stressed the importance of implementing simple, inexpen-sive, yet highly advantageous tactics, such as sending thank-you notes after every meeting; keeping in touch regularly during the warran-ty period of a job; responding to FAVORABLE input (not just complaints); and making your customers feel comfortable, beginning with the initial sales call.

Recently I asked one of my current custom-ers why she chose me for the job. She told me, “It wasn’t the quote. More importantly, I think we hit it off -- that was it. I felt safe. There was just something good about it all.” ITE – the simplest touches can make a world of differ-ence! You can make things happen positively!

As always, your HBAM Remodelers Council is here to help you do just that.

Events of note this fall in-clude our annual Celebrity Chef Night and Auction on Octo-ber 15th. The theme this year is “Margaritaville” and the evening will feature a steel band playing calypso music along with many HBAM Builder and Remodeler members as chefs. This is the prime networking event of the fall, so make sure you don’t miss it.

In the biggest night of the year for the HBAM Remodelers, the 2009 Remodel-ing Award of Excellence winners will be announced on November 19, 2009 at the Westin BWI Hotel in Linthicum. This was the location of our very successful spring dinner and I am personally looking forward to seeing you there. If you’re not in the AOE competi-tion, you missed a great opportunity to be recognized as a leader and top performer ITE! Your HBAM Remodelers Council has built the Awards of Excellence into a recognized peer-validated achievement. ITE or in ANY econo-my, that’s something you can use to build and market your company.

donald F. lynch, Jr., CgR, CAPsPresidentHBAM Remodelers Council

ITE – The Newest Acronym

events and education

EventsWednesday, September 9, 2009 First Wednesday Breakfastsell to People the Way they Want to Buy Continental Breakfast8:30 a.m. – 12:00 p.m.Hilton Pikesville, 1726 Reisterstown Road, Baltimore, Md 21208 HBAM SMC Members – $25.00 HBAM non-SMC Members – $40.00 At Door Price - $45.00

EducationSeptember 22, 2009 Marketing & Communications strategies for Aging & Accessibility8:30 a.m. - 4:30 p.m. at HBAMThis course provides a back-ground on the older adult popula-tion, communication techniques and common remodeling expen-ditures and projects. RC Members - $250 RC non- Members - $300 HBAM non-Members - $350

September 23, 2009design/Build solutions for Aging & Accessibility8:30 a.m. - 4:30 p.m. at HBAMThis course provides informa-tion on the codes and standards, common barriers and solutions, as well as product ideas and resources for the aging-in-place remodeling market.RC Members - $250 RC non- Members - $300 HBAM non-Members - $350

September 24, 2009Business Management for Building Professionals (formerly intro to Busi-ness Management)* (Required CgA/CgP designation course)8:30 a.m. - 4:30 p.m. at HBAMThis course teaches strategies and techniques for building a competitive sustainable remodel-ing business.RC Members - $250 RC non- Members - $300 HBAM non-Members - $350(Continued on page 16)

HBAM Remodelers General Membership SeminargReen – sAVe WitHoUt sACRiFiCingTuesday, September 15, 2009 8:30 a.m. at HBAMRC Members and Annual Sponsors – No Charge (please RSVP) RC non- Members - $15.00At Door Price - $20.00

HBAM Remodelers Awards of Excellence Ceremonysponsored by KC Company/Pella WindowsThursday, November 19, 20096:00 p.m.Westin BWi hotelThe premiere remodeling awards ceremony of the HBAM Remodelers. Please register at www.mdremodelers.org

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Wednesday, September 30, 2009 essential Closing strategies8:30 a.m. - 4:30 p.m. at HBAMthis course is approved for Continuing education credit for CAPs, CgA, CgB,gMB, CsP, MAsteR CsP, CMP, MiRM And CMBR.This course analyzes the logic behind customer objections, describes the techniques used by master closers and teaches you to be confi dent in your closing techniques.HBAM SMC Members - $250 HBAM Members - $300 HBAM non-Members - $350

October 21 and 22, 2009 green Building for Building Professionals8:00 a.m. to 5:00 p.m. at HBAMApproved for continuing education credit for CAPs, CgA, CgB, CgR, gMB, CsP, Master CsP, CMP, MiRM, and AiA3 Continuing education Credits for CMBRThis 2-day course discusses strategies for incorporating green-building principles into homes without driving up the cost of construction. You will learn how green homes provide buyers lower maintenance, bet-ter indoor air quality and better long-term value. Techniques are also discussed for competitively differentiating your home products with increased indoor environmental quality as well as energy and resource effi ciency.HBAM Member: $395.00HBAM Non-Member: $445.00

www.homebuilders.org SEPTEMBER/OCTOBER 2009 MID-ATLANTIC REMODELER A Supplement to Mid-Atlantic Builder 17


Get On-line with Social Networking

Make a ConnectionBy Dennis O’neil

19www.homebuilders.org SEPTEMBER/OCTOBER 2009 MID-ATLANTIC BUILDER

It’s rare that I speak to an organization who believes they “got in the game” too early when discussing their Internet initia-tives. Most often, after seeing the impact the Internet has had on commerce, companies look at history and see missed

opportunities to grow faster and edge out their competition. Do you ever wish your organization was a little quicker to em-

brace the power of the Internet as a customer service and mar-keting tool? Ever feel like your company was behind the curve? The next generation of tools are creating new opportunities, just as having a traditional Internet presence did for businesses a decade ago.

It’s truly not possible to speak of a comprehensive web strategy in 2009 without discussing social media and social networking. The Internet is evolving and these new technologies are undoubtedly changing consumer behavior. This changing behavior impacts how people shop and make buying decisions. Organizations that embrace these new tools early on can gain a competitive advantage.

Social Media and Social Networking are the primary technolo-gies that have been changing the face of the Internet into what is popularly described as “Web 2.0”. The Internet, as we know it, has grown so much it’s hard to believe we’re only at Web 2.0. So, what’s so special about now?

Until recently, the majority of the Internet was a very one-way conversation. Like traditional books, just in electronic format, the Internet was speaking at its readers. There were limited op-portunities for the visitors to these websites to have an immedi-ate impact on the message. There were opportunities to share something noteworthy with your friends through the “email this” links, or even emailing a page to someone. However, consider that these conversations occurred in a tunnel. Emails you send go straight from you to the recipient(s). No other visitor to that website will receive the benefit of your insight or your witty joke.

You had two choices to share your voice in Web 1.0 – You could have your own website or you could send emails to those you thought may want to hear what you had to say. While certainly possible, it’s not necessarily practical for everyone to learn to build websites, or to hire a web designer to build one for them. Email is a great tool, but what if an old contact changed their email address? And, it’s a bit awkward to fill your friends inboxes with everything you find interesting.

The social web is creating a space that enables every person, with even the most limited understanding of basic computer functions, to become a publisher. Waves of new tools have given every Internet user a microphone if they so choose to use it. Social networking tools enable their users to stay connected, without email, to share as much or as little as they want and en-able each users’ contacts to hear as much or as little from them as they choose.

The newest generations of web tools enable every user to communicate well beyond their immediate social circle, opening their story, advice or anything else they want to share to anyone interested in listening. Web 1.0 had a few early examples of this kind of empowerment, but they were never widely adopted and were not as easy to implement – making them fall short of the tipping point.

The social web has been making huge strides because there are a host of tools that are working together, using standardized formats. These standardized formats allow all of these tools to integrate, making the impact of the whole greater than the sum of the parts.

Make it EASY for people to talk about you.We all know that the easier you make things for someone, the more likely they are to take advantage of it. That being said, it’s easier to post an interesting article to Facebook and share it with 500 friends, than it is to call 500 people and tell them how much you loved the new model home you toured this morning.

Social technologies provide amplified connections between in-dividuals. They speed information gathering and sharing. They enable the progressions toward true real-time information. Web 2.0 opens the Internet to a new level of communication, creating opportunities for businesses that are prepared to join the party.

I think the day is not far off where not having a Facebook, or some other form of social technology, presence will be consid-ered similar to not having a website. It’s kind of hard to imagine a company actively seeking new business without the assistance of a website. So, what are some of the major business reasons to use social technology? 1. This is where your customers are spending their time online. It’s no longer enough to just target people searching for your product. Most businesses would agree - there just aren’t enough people searching for their product. You need to reach outside that circle and grab those individuals who are not actively looking, but could be enticed to look if the right relationship is formed and the right opportunity comes along.

Web 1.0: you’re at a party with lots of people, but you’re only able to mingle with your friends. you know they’re more people at the party, but you can’t hear or see them, you don’t know who they are, if they’re enjoying them-selves or if they have anything interesting to share.

Web 2.0: The same party, but now you can see and hear everyone who wants to be seen. you’re able to talk to people you’ve not met before the party, introduce yourself, and even join in conversations with these new acquain-tances. Because you can now hear everyone, if someone says something noteworthy as you pass by them on the way to the bar, you can hear it - and learn from it.

With Web 1.0, the Internet wasn’t much of a party. As the previous examples described it more like a stack of informa-tion tunnels. Web 2.0 is a party. everyone who attends is free to socialize. Facebook has over 60 million users in the United states. 30 million of them log in eVeRy day. That’s a big party. not having a presence in the social space is like not being accessible at the big party. no one can talk to you if you’re not there. And if they can’t find you, they’ll probably just talk to someone else. Do you want them talking to a competitor?

20 MID-ATLANTIC BUILDER SEPTEMBER/OCTOBER 2009 www.homebuilders.org

2. Online PR. A nutshell way to describe a lot of social technology efforts is “online PR.” The goal of some strategies is to create buzz around what your company is doing - Get-ting people to talk about you and getting them to share what you’re doing with their friends. This sharing offers the potential to reach people several “degrees of separation” away from you, increasing the chance it will reach a potential buyer.

3. search engine Optimization (seO) Benefits – search engines love content on social platforms. User generated content (UGC) is a term given to the content that’s created by the users of social platforms – product reviews, website descriptions and tags, blog posts, etc. UGC is highly valued by search engines because of the likelihood that it’s current and that it was created by individuals, as opposed to the less authentic content of a corporate website that was likely written and reviewed by a committee.

What Social Media outlets and tools are appropriate for a Home Builder? New choices are being added daily, but there’s a good core group of options that have some real practical uses. It’s impor-tant to pick services that will offer the most impact and reach when compared to the time involved. For a continuation of this topic, including a detailed explanation of the different categories of social media tools and how they’re used, please visit www.homebuilders.org/page/MAB/. n

Dennis O’Neil, noted author and speaker, has been using technology and the Internet to sell and market products for over a decade. Focused on the home building industry, Escapade ONeil Media Group is a full service marketing and advertising firm, located in Maryland, with in-house expertise in Internet, social, digital and print media. Dennis can be con-tacted at [email protected].

I think the day is not far off

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green building


As I noted in the last issue, the National Green Building Standard is a reality and your association, the Home Builders As-sociation of Maryland, has debuted the

Maryland Green Building Council to highlight the commitment of individual HBAM members to Green Building and the NGBS.

While business is a bit slow right now, this is a great time to focus on positioning yourself to become a member of the MGBC. But where do you start?

In the last issue, I offered the following key points to consider as you develop your own Green Building program and position it to qualify you for MGBC membership and NGBS certifi cation of your projects.

GETTING TO GREEN – STEP ONE

BY H. ALAN MOONEY, P.E.

Getting StartedStep 1 Establish a baseline – Use the green scoring tool to get started.Step 2 Become informed – I recommend creating a Green Building Team within your organization. Step 3 Set a goal - NGBS has four levels of certi-fi cation; bronze, silver, gold and emerald. You should set your goal. Step 4 Identify an Advisor - We recommend estab-lishing a relationship with an Accredited Veri-fi er or CGP to act as a consultant and advisor for your program.Step 5 Focus on the Fundamentals - As you get your program going, focus on the fundamen-tals. You will be surprised how quickly you will see your fi rst certifi cations.Step 6 Check your own operation - Being Green isn’t just about the homes you build. Your busi-ness operation should also refl ect a commit-ment to sustainability and conservation.

But, getting back to step one…. Step 1 Establish a baseline – Where are you now? Pick one of your recent home designs, or a new one, with fully developed design documents and use the Green Scoring Tool, available at www.nahbgreen.org, to determine how your project rates using the ICC 700-2008 National Green Building Standard.

This is not a simple process, but it is im-portant. While it may be tempting to delegate this activity to someone on your staff, I think it is important to have the most senior person on your staff who will be responsible for your Green Building initiatives to go through this exercise the fi rst time, both so you have a good understanding of what is needed to achieve a particular goal and so that you can properly guide others on your staff who will become involved in this program.

Here are some pointers for using the Green Scoring Tool. I have taken the time to set up a project myself and worked through the process to gain a better understanding of this system.


After setting up your account, the fi rst few screens are just about establishing a fi le for a project. This is self-explanatory. Here you will also choose between the NGBS and the NAHB Green Building Guidelines. For my project, I have chosen the NGBS.

After that, you will be fi lling in information in each section. There are six major chapters/categories;

Chapter 5: Site Design and DevelopmentChapter 6: Resource Effi ciencyChapter 7: Energy Effi ciencyChapter 8: Water Effi ciencyChapter 9: Indoor Air QualityChapter 10: Operations and MaintenanceEach section has 10 to 30 or more subcatego-

ries. And some subcategories are designated with an M (may be Mandatory in some situa-tions) or BC (Builder’s Challenge).

There are well over 120 subcategories to read and complete with information from your home design. Even if you only spend an average of fi ve minutes each (some will be much quicker but you do need to read the guidelines, especially your fi rst time through), that’s 600 minutes or 10 hours! The good news it that you don’t have to answer them in order and you don’t have to complete all of them to get a rating.

To get started, I recommend focusing on chap-ters 5 (site), 6 (resources) and 8 (water). The sub-categories and information needed are relatively straightforward and should be readily available. If you don’t have the information to respond to a subcategory, skip it the fi rst time through.

See Figure 1 for the list of subheadings for Chapter 6.

And here is what one subheading looks like (Figure 2). You simply check off the Points Claimed box if you have satisfi ed the conditions noted.

It’s not hard to score your project but it will take some time, especially the fi rst time through.

You should consider the fi rst time a LEARN-ING EXPERIENCE about Green Construction and the NGBS. This effort will also yield a valu-able understanding of how “green” your homes are now. By investing the time in being thor-ough, with a senior person, you will begin to see where you can adjust your product for more GREEN points and how you can promote the “Greenness” of the homes you are building now.

If you are committed to building Green, this is one investment that will have a high and quick ROI!

And don’t forget….As I have said before, just being a Green Builder will not distinquish you from the crowd. Being a quality builder, with a reputation (your signa-ture) for honest, professional service who em-braces Green construction standards is needed to assure your long term success. �

Criterium Engineers has special-ized in residential construction for more than 50 years, with more than 60 offi ces in more than 30 states. We have evaluated more than 750,000 buildings. H. Alan Mooney, P.E, President of Crite-rium Engineers, is a licensed,

Professional Engineer in 8 states, with more than 35 years experience and has been the author and presenter for various NAHB programs, mostly on con-struction quality. For more information, please visit www.criterium-engineers.com and www.criterium-quality.com.

No. Name601.1 Conditioned fl oor area601.2 Material usage601.3 Building dimensions

and layouts601.4 Framing

and structural plans601.5 Prefabricated components601.6 Stacked stories601.7 Site applied

fi nishing materials601.8 Foundations601.9 Above grade wall systems602.1 Exterior Doors602.2 Roof overhangs602.3 Foundation drainage –

M, BC602.4 Drip edge602.5 Roof water discharge602.6 Finished grade – M, BC602.7 Termite barrier602.8 Termite-resistant materials602.9 Water-resistive barrier –

M, BC602.10 Ice barrier – M602.11 Foundation waterproofi ng602.12 Flashing – BC602.13 Roof surfaces602.14 Recycling603.1 Reuse of existing building603.2 Salvaged materials603.3 Scrap materials604.1 Recycled Content605.1 Construction waste

management plan605.2 On-site recycling605.3 Recycled construction

materials606.1 Biobased products606.2 Wood-based products606.3 Manufacturing energy607.1 Resource-effi cient materials608.1 Indigenous materials609.1 Life cycle analysis610.1 Manufacturer’s envi-

ronmental management system concepts

Figure 1. Chapter 6 subheads

Figure 2. Example subhead


HOMEBUILDERSAssociation of Maryland

HBAM offers A vAriety of events And progrAMs eAcH yeAr tHAt provide BotH Business And sociAl foruMs to increAse your industry contActs.

Builder MartKey connectionsMAX Maryland Awards of excellenceinternational Builders’ showcelebrity chef night and AuctionHBAM Builders’ openHBAM remodelers Awards of excellencethe Maryland Housing conferenceth e Maryland real estate and construction

forecast conferenceicon Awardspresident’s luncheonla nd development council community

development AwardsMaryland green Home & living showContact Kim Dresser at 410-265-7400, ext. 115 or

[email protected] for more information.

Benefits of Membershiplegislative Advocacypublic relations and informationeducationevents and conferences

Do Business With Your Fellow HBAM Members. “Building Your Business Through Association” is our philosophy. HBAM members believe that they should support those who support the building industry.

NETWORK with other companies in the building industry to gain new contacts as well as strengthen your current ones at the Celeb-rity Chef Night and Auction, Golf Outing and Picnic, sporting events, chapter and council meetings and more.

KEEP UP-TO-DATE about pertinent legislative and regulatory issues on a local, state and national level.

INCREASE YOUR KNOWLEDGE of the building industry through our educational programs and seminars.

TARGET YOUR MARKET with cost effective advertising in any of HBAM’s publications and receive a spreadsheet of HBAM members.

STAY INFORMED with HBAM’s publications. You will receive Mid-Atlantic Builder, HomeFront, HomeFront Online and the Buyers’ Guide.

ADD CREDIBILITY for your company in the building industry as well as with the general public by being associated with one of the largest building associations in the country.

WWW.HOMEBUILDERS.ORG is designed to serve both consumers and those in the building industry. You can access the latest legislative news, find out about member benefits, profile your company in the online directory or register for an event. Consumers can visit the HBAM home page to find you and other builders or suppliers in their area.The site received over 3 million hits in 2007.

ANNUALEVENTS& CONFERENCES


BuildersArtisan Group, Inc.Chris Palmere1228 Glenview CourtChurchville, MD 21028Phone: 410-412-0422Fax: 410-914-5350Builder; Builder - Small Volumeartisangroupinc.comSponsor: Jeff Aleshire, Susquehanna Bank

Barry Andrews Homes LLCBarry Andrews606 (J) Squire LaneBel Air, MD 21014Phone: 305-407-4381Builder; Builder - Custom

Batton Builders Inc.Scott Batton2824 R Paper Mill RoadPhoenix, MD 21131Phone: 410-527-1872Fax: 443-541-3326Builder; Builder - Custom

DLH PartnershipDwight Hikel1025 Meadow Branch RoadWestminster, MD 21158-3041Phone: 410-876-3900Fax: 410-857-5754DeveloperSponsor: Joe Hikel, Shelter Systems Limited

Global Builders LLCDavid Line5 Mullen LaneLothian, MD 20711Phone: 410-867-0047Fax: 410-867-3716

Robin Ford Building & Remodeling, Inc.Robin Ford2900 Shiloh RdHampstead, MD 21074Phone: 410-239-8850Fax: 410-374-3696Builder; Builder - Customwww.robinfordbuilding.com

Scott Chilton, Inc. t/a Chesapeake Bay HomesScott Chilton11412 Pulaski HighwayWhite Marsh, MD 21162Phone: 410-538-4700Fax: 410-538-4949Builder; Builder - Customwww.chesapeakebayhomes.net

The Berg CorporationHoward Shearer2519 Wilkens AvenueBaltimore, MD 21223Phone: 410-233-5525Fax: 410-233-0231Developer

Trinity Quality Homes Inc.Michael Pfau3675 Park Ave, Suite 301Ellicott City, MD 21043-4511Phone: 410-480-0023Fax: 410-480-0013Builder; Builder - Productionwww.trinityhomes.comSponsor: Robert Goodier, Goodier Builders, Inc.

remodelersFick Bros Roofing & Exterior Remodeling Co.Jeffrey Fick1200 East 25th StreetBaltimore, MD 21218Phone: 410-889-5525Remodelerwww.fickbros.com

Miller & McIntyre Custom Builders, Inc.Jay McIntyre6434 Bellevue PlaceFrederick, MD 21701Phone: 301-695-6338Fax: 301-695-9112Remodeler

Richstone Custom HomesRichard Livingston10800 Baronet RoadOwings Mills, MD 21117-3002Phone: 410-581-9809Remodelerwww.richstonecustomhomes.com

Shoreline Services Inc.Mike Menges106 E Susquehanna AvenueTowson, MD 21286Phone: 410-823-1949Fax: 410-823-1568Remodelerwww.shoreline49.comSponsor: Ryan McGinn, Saratoga Insurance Brokers, Inc.

Sudek Inc. dba Bay KitchensBill Sudek688 Ritchie HighwaySeverna Park, MD 21146Phone: 410-647-2336Remodeler- Kitchen & Bathwww.baykitchens.com

The Lighthouse GroupRyan Houck3230 Bethany Lane, Suite 2Ellicott City, MD 21042Phone: 410-630-1332Fax: 410-203-9984Remodelerwww.lighthouseremodeling.comSponsor: Patrick Costello, Forty West Builders, Inc.

HBAM Welcomes new Members

AssociAtes A Glass Block Vision, Inc.David Villoni12403 Kaine PlaceWaldorf, MD 20601Phone: 301-645-2258Fax: 330-722-3689Supplier - Doors, Windows & Glass Blockwww.aglassblockvision.com

Access National Bank MortgageSusan Bruner2111 Baldwin Ave., Suite 203Crofton, MD 21114Phone: 410-721-2997Fax: 410-721-3882Professional Services - Banking & MortgageSponsor: Susan R. Songy-Owens, Builder’s Advantage, LLC

AllSite ContractingRich Bobel295 Bailes LaneFrederick, MD 21701Phone: 301-662-8126Subcontractor - Excavating, Grading & Utilitieswww.allsiteco.com

Axiom Engineering Design, LLCPeggy White6990 Columbia Gateway Drive, Ste 150Ellicott City, MD 21043Phone: 443-276-6220Fax: 443-276-2661Professional Services - Engineering & Technicalwww.axiom-ed.comSponsor: Robert Goodier, Goodier Builders, Inc.

Efficient Home, LLCRichard Thometz3905 National Drive, Suite 105Burtonsville, MD 20866Phone: 301-476-7680Fax: 301-476-7717Professional Services - Consulting & Customer Svc.www.efficienthomellc.com

Fireplace SolutionsMichael Mercer14088-A Sullyfield CircleChantilly, VA 20151Phone: 703-961-0212Fax: 410-489-5438Supplier - Fireplaceswww.fireplacesolutions.com

GKA AdvertisingCindy Plackmeyer4330 East West Highway, Suite 205Bethesda, MD 20814Phone: 301-657-8855Fax: 301-657-3355Professional Services - Advertising & Marketinggkaadvertising.comSponsor: Shawnn Bittorie, William Douglas Associates, Inc.

Hargrove, Inc.Chuck TaylorOne Hargrove DrLanham, MD 20706Phone: 301-306-9000Fax: 301-306-9318Professional Services - Event Managment/Facilitywww.hargroveinc.com

inSight Marketing ServicesDavid Wilcox4085 Carrick CourtEmmitsburg, MD 21727Phone: 800-372-0304Fax: 301-447-2948Professional Services - Advertising & Marketingwww.insightmarketingservices.com

Jarvis Steel & Lumber CompanyJoe Canepa1030 East Patapsco AveBaltimore, MD 21225-2229Phone: 410-355-3000Fax: 410-354-6952Supplier - Lumber & Millworkwww.jarvislumber.com

MB Advisors, LLCMary Beth Taylor1262 Docside CircleBaltimore, MD 21224Phone: 410-598-0207Professional Services - Banking & Mortgagewww.mbadvisorsllc.comSponsor: Chris Rachuba, The Rachuba Group

Noritz CorporationTim Gill1220 N. Kennestone CircleMarietta, GA 30066Phone: 770-862-1617Fax: 770-422-0184Supplier - Water Condition, Mgmt., Proof. & Wellswww.noritz.com

RenegadeTim Watkins10950 Gilroy Road, Suite JHunt Valley, MD 21031Phone: 410-667-1400Fax: 410-667-1785Professional Services - Advertising & Marketingwww.getrenegade.comSponsor: Chris Rachuba, The Rachuba Group

Thermal Seal ExpertsJohn Husband1104 Kirkwood Hwy.Wilmington, DE 19805Phone: 302-993-0720Fax: 302-993-0795Subcontractor - Insulation & Drywallwww.thermalsealexperts.com


Integrative DesignThe shift from a fragmented worldview to a whole systems mental mode is the signifi-cant leap our culture must make toward framing and understanding living system interrelationships in an integrated way.

Here are five tips for putting integrative design into action.

1. Kick off the integrative design process with a design charette. This intensive, collabora-tive design session with a full comple-ment of stakeholders and every aspect of the project on the table helps ensure that you work as a team, with full consider-ation of all relevant factors, right from the start. Your list of people to invite to the team should include architects, engineers, finance, operations team and legal.

2. Assess the site and your building needs. Or more accurately, assess the needs of the people that will occupy the building. How will you use water, energy, living systems, and materials to meet those needs?

3. Set initial goals for your green building. But don’t limit yourself to a shopping list of features and technologies. Start with performance goals, including energy and water benchmarks and let the lists follow, not drive, the process. Research other green building case studies for some inspiration.

4. After the charette and buy-in from decision makers, the design team should discuss how it will approach the actual building process. Continual, active communications is key; effective communication helps make sure the build-ing is properly calibrated for all systems.

5. Schedule frequent team workshops after the initial charette and early phases of work. A standard building has one workshop, and the integrative design process can have upward of five. n

These tips are taken from the new book, The Truth About Green Business by Gil Friend, noted sustainable business expert and CEO of Natural Logic Inc.

corner featuresgreen building

Since 2001, HBAM’s Policy Partners have been underwrit-ing benchmark studies and policy initiatives that have been essential to our ability to make our case before state and local governing bodies.

Recent Policy Partner initiatives include:• Reality Check and Reality Check PLUS (in cooperation

with the University of Maryland 2006-2008)• Analysis of impacts of APFO moratoria

(University of Maryland, 2005)• Maryland Coalition for Workforce Housing

(various partners, 2005)• Analysis of total local tax contributions derived

from residential construction (Optimal Solutions Group / RESI / Towson University, 2004)

• Baltimore County buildable inventory analysis (RESI / Towson University, 2001-2002

These fact based, objective studies and initiatives have been critical to our successes to date and they will continue to be essential to our ability to successfully advocate on behalf of the industry in the future. These ground breaking initiatives would not have been possible without the generous financial support of our Policy Partners.

Policy Partners are those members who have been willing to financially support this essential work. Please review the list of our current Policy Partners. I encourage you to recognize and thank them for their leadership. We, and indeed all in the industry, owe them a debt of gratitude. We also must take the opportunity to encourage you, if your company is not on the list, to join them by becoming a HBAM Policy Partner. Please call 410-265-7400. n

HBAM Policy PArTnerS | 2009

Beazer HomesBob Ward companies clark Turner Signature Homes, llc Forty West Group, inc.Gemcraft Homes, inc. Goodier Builders, inc. Grayson HomesMister, Burton & Palmisano, P.c.Mueller Homes, inc.orchard Developmentowings Brothers contracting, inc.Powers HomesProvident BankPulte Homes - Maryland/Dc Divisionresidential Title & escrow companyryland HomesShelter Systems limitedSusquehanna BankThe rachuba GroupThomas Builders, inc.Whitehall Development, llcWilliamsburg Group,llcWoodhaven Building and Development

HBAM PolIcy PArtners


ChesapeakeHome Magazine

IWIF Injured Workers Insurance Fund

KC Company/Pella Windows Keller Stonebraker Insurance, Inc.

Residential Title & Escrow Company Don’t Make a Move Without Us!

Saratoga Insurance Brokers

Susquehanna Bank

T.W. Perry

contrIbUtIng MeMbers

PresentIng MeMbers

Taking Care of Business

Firewall specialistsChuck Wise

We Don’t Just Insure builders, We Help build a

better bottom Line

2009 SponSor Club

Members do business with members

notableproducts

Sculpture Brick Now Available in Mid-AtlanticSculpture Brick is a versatile mortar based veneer that can be used on both exterior and interior walls. The Sculpture Brick Process allows the user to create, completely on site, a brick façade that appears to be real brick (even when you touch it). And for those interested in a stone veneer, no problem, a stone finish just requires a little imagination and a creative applicator! Whether you are a new home builder looking to provide stone or brick accent or a remodeler looking to match an existing wall, Sculpture Brick is an alternative solution that will meet your project design needs. Also, your building site will have a minimal amount of disruption as one pallet of product will cover over 500 square feet in a very green oriented manner. To find out more about Sculpture Brick contact Jay Leatherbury at 443-847-0088 or visit www.sculpturebrick.com. n


industrynews

Capital Lighting & Supply’s New Headquarters CompletedCapital Lighting & Supply, a subsidiary of Sonepar USA, is please to announce the opening of the company’s new central distribution center and headquarters in Upper Marlboro, Mary-land. The site is conveniently located in Prince Georges County Maryland directly off the Capital Beltway – I-495 at Pennsylva-nia Ave interchange. The 220,000 square foot facility features a state of the art distribution center with the latest in warehouse technology. Over 20,000 products are in stock and available to customers every day. A 3,000 square-foot full service counter and will call are also located on the property Capital Lighting & Supply provides electrical products, lighting, and services to contractors, builders, and end-users in the Mid-Atlantic States.

Kichler’s Design Pro™ LED Wins Prestigious Lighting For Tomorrow AwardKichler Design Pro™ LED recently won the coveted “Lighting for Tomorrow” award, the industry’s highest honor for energy-efficient lighting solutions. Taking home the top spot in the solid state lighting category, Kichler’s Design Pro under-cabinet and new LED disc system were recognized for their aesthetic appearance, superior color rendering, high energy efficiency and overall innovation. Kichler’s Design Pro LED under-cabinet lighting features an ultra-thin, half-inch profile and considerable energy savings with 40,000 hours (four times longer than xenon or fluorescent), and in many cases more than 20 years of life. The under cabinet lighting system also offers superior lighting effects. In addition to earning this prestigious recognition, the under cabinet lighting has been touted on national television programs and leading home magazines as a leading product in energy efficient home décor. Find Kichler products online at www.kichler.com.

Cooper Lighting’s Halo LED Downlight Earns ENERGY STAR ListingCooper Lighting announced that its Halo® LED recessed downlight is the first in the industry to meet stringent ENERGY STAR® requirements for solid state lighting (SSL) luminaires. The high efficiency of the Halo LED downlight delivers greater than 40 lumens per watt—comparable light distribution and better light output than a 65 watt BR30 lamp or 18 watt compact fluorescent fixture. Ideally suited for commercial, hospitality, healthcare, retail and residential applications, the downlight accepts a num-ber of trim options including reflectors, baffles, and lensed trim models. For additional information, visit www.cooperlighting. n

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